Marketing

New research from L.E.K. Consulting, based on a survey of 1,800 U.S. premium leisure travelers, finds that travel brands risk missing out on premium travelers’ spending by relying on broad demographic strategies, as five distinct traveler segments with different motivations drive premium purchase decisions.

A new international study of over 260 Destination Management Organizations (DMOs) in Austria, Canada, France, and Switzerland finds that while digital adoption—especially on social media—is nearly universal, its impact on driving website traffic and bookings remains limited, with significant differences in digital strategy and infrastructure between countries.

Barcelona’s hotel occupancy reached 84.5% in April, the highest for the month since 2017, driven by major events and increased room rates.

A Deloitte report shows that as consumers increasingly seek value beyond price, brands are reimagining loyalty programs to deepen engagement, focusing on personalization, seamless digital experiences, and benefits that extend beyond traditional rewards.

Expedia Group’s recent study highlights the impact of video content on travel booking decisions, revealing that videos are nearly three times more influential than static images. The research also underscores the importance of authenticity, clear narratives, and the integration of human input with AI-enhanced content to effectively engage travelers, particularly younger generations.

In 1879, Edison didn’t just create illumination – he eclipsed an entire industry. Candlemakers didn’t merely fear change; they feared extinction. Sound familiar? We’ve all seen waves of technology come and go – but the rise of AI feels fundamentally different. This isn’t just another innovation trend; it’s a seismic shift that’s redefining the boundaries of what’s possible.

The challenge for hotels lies in transforming ‘retail’ travelers into frequent, high-value guests.

Why industry leaders are moving from the traditional marketing playbook in the new community era

Digital KPIs deliver measurable data that your hotel can use to assess the effectiveness of its digital marketing efforts. By tracking the right hotel marketing KPIs, you can identify areas for improvement, then optimize your ad targeting and messaging to drive better ROI.

More and more, when American consumers are looking to purchase presents for friends and loved ones, they’re opting to gift experiences rather than material things — and for forward-thinking hoteliers looking to capitalize on this trend known as “experiential gifting,” a powerful tactic known as hotel experiential gift marketing can help them do just that.